It is far easier and more cost effective to sell products or services to your existing customers than to seek out and find new customers. With your existing customers, you have a built-in audience. Because there are a variety of strategies, your type of business will determine what will be the most effective.
 
For example, if you sell skin care products, take an audit of your most successful sales. Your customers are already sold on the product. Making a special offer, like: buy one, and get the second one for 30 percent off, can create an incentive for the customer to buy in volume, and tell others in their circle of influence. This does a few things. You increase sales for the month, which is always good for your bottom line. Secondly, you become a more important customer to your vendors or alliances, who may offer marketing opportunities and alliances you can take advantage of (i.e. co-op advertising, or volume sales discounts).
 
Of course increasing customer base is always a goal and need. Look for next month’s newsletter to discuss ways to find, establish and retain new costumers.

With the holidays coming, open house comes to mind. Studies have shown that the more a customer comes to your business location, the more familiar and comfortable they become. This comfort zone creates a sense of belonging. Today people don’t merely want to buy products and services, they want to be a part of an experience. They want to know you remember their name.  

 

No one knows this better than chain restaurants. The décor, menu, taste, texture, lighting, colors are all the same, giving customers comfort and brand recognition. The Red Robin they are visiting in Peoria is just like their Red Robin at home in Portland.

 

Even if you don’t have multiple locations, find reasons to have your customers make visits. The holidays are a good opportunity to create events that honor and give back to your customer and keeps you on their radar screen.

 

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